The Martech Handbook by Alfonso Darrell;

Author:Alfonso, Darrell;
Language: eng
Format: epub
Publisher: Kogan Page, Limited
Published: 2022-03-15T00:00:00+00:00

How do you select a CDP? Here are the key things you want to think about when selecting a CDP. First is the ability for the CPD to integrate with all of the relevant platforms in your tech stack. You may be using an analytics platform, CRM, MAP, and other systems. Ensure the data can flow from those systems into your CDP seamlessly. Next you want to think about compliance and security. All your customer data will be housed in the CDP, therefore you want to make sure that the vendor stores and protects the data in a compliant and secure way (think GDPR). In addition, you want to consider ease-of-use relative to the level of tech talent on your team. Your team should be able to regularly utilize the CDP to build segments, analyze customer data, and activate the data to engage customers.

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